July '20

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A W A R D S & C U S T O M I Z AT I O N 2 0 G R A P H I C S P R O J U L Y 2 0 2 0 G R A P H I C S - P R O. C O M S U B L I M A T I O N B A S I C S A N D B E Y O N D | C H E R Y L K U C H E K FINDING A NICHE SUBLIMATION MARKET Y ou might think you don't know how to find a niche market. I would say to you, do what you love, and master it. You will find that you are carving yourself out a niche market, and most likely, setting yourself above the competition. A lot of times, people want to offer everything, but focusing on one area allows you to grow a customer base that, when someone thinks of a specific item, they think of you. As an example, one lady I know started selling sublimated dog collars; whenever someone would ask about dog collars, the first person I thought about was her. Today, she has a thriving business and has expanded her market to offer not just col- lars but also dog bowls, tags, and scarves while staying in the niche market she cre- ated for herself. When thinking of a niche market, think of products you are excited to sublimate. The reason is simple: you will always find creative ways to sublimate on things that you love. As an example of a market that may be overlooked, consider sublimatable jew- elry. There are a lot of new blank jewelry substrates available through industry ven- dors that are stunning when sublimated. Surprisingly, when I searched for jewelry, there aren't many people who specialize in personalized sublimation jewelry, which makes it a valuable target to market. DO YOUR DUE DILIGENCE One of the first things someone should do is research the particular items that they are interested in selling. Researching the latest trends for that market can give in- sight, especially if it is oversaturated. For our example of personalized jewelry, an economics research company McKin- sey & Company states, "The trends that have unfolded in the apparel sector over the last three decades appear to be playing out in the jewelry sector, but at a much faster pace. The jewelry industry has been slow to adapt to the world of eCommerce that apparel sellers embraced quickly, but now jewelry is catching up fast." Additionally, if you look at Google Ad- Words and search by keywords, you will see how often something is searched for on the average monthly basis to get a bet- ter feel for the demand. The search shows that 10,000 to 100,000 people are search- ing for jewelry a month, which says it's a viable market. Once you've decided on your product line, it's time to get started. GETTING STARTED In light of the COVID-19 pandemic mar- ket that we are experiencing at the time of this writing, there is no better place to start than online. Many businesses can no longer rely on brick-and-mortar stores, and more customers are shopping online than ever before. Whether it is Facebook live broadcasts, YouTube, or Zoom, this can open up a marketing opportunity With the COVID-19 pandemic, many customers are purchasing from online stores. When building an online store, make sure to pack it full of keywords. (All images courtesy Cheryl Kuchek) FOR IDEAS ON HOW TO SUCCESSFULLY BUILD YOUR WEB PRESENCE, CHECK OUT THESE TIPS FROM SOME INDUSTRY EXPERTS: FINDING A NICHE SUBLIMATION FINDING A NICHE SUBLIMATION

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